During my time as a UI/UX designer at HP, I was directly responsible for a diverse range of international e-commerce projects based on the HP store platform, covering regions such as the Americas, EMEA, and APJ with their corresponding characteristics and platform differences.

As a member of the Global UX team, I worked closely with more than 20 talented UI designers, UX designers, researchers, and testers located worldwide, but with our main hub for project coordination based in Barcelona, Spain.

More specifically, I was a part of the Shop POD within the UX team, which focused on the most critical pages for store conversion, such as the homepage, PDP, PLP, MLP, and others.

My goal as a UI/UX designer during this time was to generate new concepts, ideas, and innovations for experimentation improvements, AB testing, and design iterations that would translate into functional and visually appealing design prototypes. These prototypes had to cover all the different screen resolutions and breakpoints to be fully responsive on any device.

In the majority of projects I worked on, I had to go through most of the main stages of the design thinking process, from wireframing to high fidelity. I collaborated closely with the research team, the UI team, the design system team, testers, developers, product owners, and other stakeholders to whom I had to showcase the final design.

Some of the relevant projects I led during my time at HP include:

The Magento Multi-choice Form project was one of the most complex and challenging projects I worked on during my time at HP.

The main purpose of this form was to facilitate returns, replacements, and refunds within the “My Account" area of the website. Despite the apparent simplicity of a form, this project was multi-choice, and each user's selection led to a unique path with a specific final result, making the project truly complex.

With over 30 conditions and possible outcomes, I had to consider several factors, such as the product's serial number, references, pick-up and date constraints, etc., which were all affected by the user's specific choice.

To tackle this, I collaborated with the design system team to create some new components from scratch, as well as rethinking new use cases that weren't previously considered in the company's design system components. Each of these new components had to take into account multiple states and variations specific to each screen resolution breakpoint.

This project was fully responsive and designed for desktop, tablet, and mobile devices.

This project aimed to rethink and redesign the way bundles were presented in the Store.

Bundles, or grouped product offers, were a key part of the e-commerce platform's commercial strategy. However, the previous version wasn't achieving the desired results, so I was tasked with improving the design to provide a better user experience and increase conversions.

To achieve this, I began by conducting benchmarking research to inform my initial design ideas. I also worked closely with the research team to conduct usability studies and validate our hypotheses for improvement.

The insights gained from this research allowed me to create two brand-new design versions that presented the products, specifications, and prices in a more structured, consistent, logical, and hierarchical way. The ultimate goal was to ensure that users clearly understood that the products were sold together as a group and could easily perceive the advantages of the bundled offer compared to individual purchases.

These designs were then tested in a live environment through AB testing, which provided valuable data to determine the winning design for use in the store.

The implementation of a new quick view functionality in certain product listings and sections of the store, is a project that was born entirely with my own initiative and determination, clear proof of my proactivity and commitment to the whole project.

The idea behind implementing this feature was to address certain pain points and difficulties that users faced when exploring long product catalogs in certain categories. I noticed that users were having trouble efficiently navigating the extensive range of products available on the site.

In essence, this project aimed to improve and streamline navigation through lengthy product listings. My hypothesis was that the easier it was for users to scan the catalog, the more likely they would be to find what they were looking for, resulting in increased conversions.

The working process for this project followed a similar approach as the other cases mentioned above. I started by conducting solid benchmarking and competitive research (centralizing all the main findings in a Miro board), then worked on wireframes of potential design proposals based on the insights obtained. I validated initial assumptions with the research team through user testing and finalized the project with a high-fidelity prototype and its corresponding components and interactions.